Retail InsightBreaking the cycle of extended discount periods,
retaining loyalty and differentiating through
digital activations

• Base of 4,013 adults aged 16+ who
have bought clothes in the last 12
months.
• 51% of consumers are spending less on
clothing.
• 35% are more inclined to wait for sales.
• Consumers are starting to expect higher
more personalized levels of service
• A majority, 3 in 10 stay loyal to 3 brands.
• Trend Analysis, differentiating, a focus
on consumer behaviors and some
innovative approaches.
Challenges
With the increases in commodities and global economic uncertainty there has been a tremendous amount of
pressure on retailers. The balance between buying, merchandising and pricing adds to this when shopping
habits change, resulting in excess stock, lost sales and further, squeezed margins. What the following
dosument aims to deliver is value generating triggers that activate buying and brand participation. With 3 in 10
consumers remaining loyal to 1-3 brands, the opportunity to retain interest from consumers is obvious. Figuring
out the best strategy to accomplish this -is a little trickier. The following document utilizes Mintel, Verdict and
WGSN for the latest trends and forward thinking strategies in digital branding, or the new “borderless brand”.

Solutions
• Developing value added
promotions to ignite interest and
following
• Republic recent campaign appealing to its
44,000 facebook fans by offering £5 off
when they check into their local shop using
a smart phone.
• Additionally Topshop launched a campaign
offering 20% off for customers winning
enough points on a fashion themed game
played on its location based ap.
• Further to this Uniqlo launched a social site
called Uniq Looks, inviting its consumers
to add profiles and advertise their product
while interacting socially.
• There are many unique activities already
happening and what is paramount is that retail
now needs to stay at the cutting edge in terms
of its consumers and their activities. Ie: the
digital world.

When the ‘like’ button changes to ‘buy’ this will truly illustrate the power of F-commerce. Shopping and retail as
we know it will never be the same. Your new strategy- utilizing your followers on facebook will power in store
check-ins to generate wish lists through QR codes, then payment and same day deliveries-without having to
que and all by simply checking in. What does this mean in English? It means further reach, further exposure and
further sales all by creating the most convenient shopping methods for your consumers. An evolution in
shopping –what will we do with all our time not queuing! “Our focus group highlighted that queues are a
problem and often lead to lost sales. So Aurora’s first step towards “self checkout” looks like a good forward
thinking move, and mobile phones are also poised to become an alternative payment device for clothing
retailers for the not too distant future. Fashion Retailing UK, Mintel Dec 2011
Mcom = Fcom

Loyalty is fairly low among clothing consumers, with nearly 3 in 10 shopping at five or more outlets. However
the percentage of consumers just shopping 1-3 stores is fairly even and therefore the opportunity to
improve loyalty is evident. Many strategies can be employed here – from interactive mirrors and windows in
store that generate social media content, mobile applications for easier purchasing as highlighted in the previous
slide, or further brand content designed to add value to the consumers life, such as play lists, mobile games and
apps, all created to assist in every area of the consumer’s day-to-day activities, and all the while cementing the
brand’s ethos and personality. Fashion Retailing UK, Mintel Dec 2011
Retaining Loyalty

“According to our consumer survey one in four adults would like to see more personal service and
advice from in-store staff. A focus on superior service could be concentrated and championed in flagship
stores as part of a wider integrated package drawing on latest technology and mobile devices to
address other issues such as choice, availability and payment options too. For instance QR codes on
swing ticket could be used to link smart phone users directly to a store’s website so they can instantly
order what they want.” (Fashion Retailing UK, Mintel Dec 2011) All saints was the first UK retailor to trial
this and found that by driving traffic back to the site and promoting mobile aps on key pages they were better
able to gauge what content their instore or “key” consumers were interested in. And further gave the best ROI
as it ignited the digital journey and united all of the activities.
Best Practice

86% of web users now use a mobile device while watching TV. Engaging and interacting across multiple
platforms at the same time. Further to this, the evolving consumer responds quickly to direct calls to action.
While sitting watching an advert on TV for a £20 dress, they will respond directly by picking up their iPad and
ordering the item there and then. Digital Trends Dec 2011, Mintel. The methods of communication for initiating
these interactions are also changing from lifestyle, aspirational, glossy, profit focussed ad formats to
instead insightful, factual mini stories that relay brand ethos and personality. Take Levi’s Curve ID
campaign, where each consumer is able to personalise their jeans by their measurements and further participate
in a photoshoot and pod cast where their reactions and feedback are the materials used for advertising and
multi media activity. Real people, real emotion, real connection… primary drivers of loyalty.
Evolutions in Digital
Consumption

Creative,
Emotional
Content is
key for
Cognitive
Recognition
There is so much noise in our lives, we are constantly bombarded with information. The result is the
cognitive elements of our brains which trigger the memory and recognition processes, switch off and block.
Consumer’s are no longer interested in being sold to, the shift into creative, branding- led communication
means we can now utilize more lateral and creative approaches to reach our consumer’s emotional receptors.
Ie: The long term or working memory, enabling an emotional bond which triggers loyalty. Truly engaging
customers. It’s no good just putting things on a screen; the content has to work hard for you.
Establishing long term memory

Trends and Tribes
The future of e-commerce, search and social marketing are now tied to consumers attempting to curate
experiences that represent their personalities and tie into cultural influences. Customers like to talk, share and
converse, and this idea of user-generated content can also be a very valuable tool, if done right it can provide
significant competitive advantages. WGSN, Drapers Retail Conference 2012.
Ecohedonsim, WGSN AW2012.

Peer Sharingand transactional site. The internet is as competitive as the high street and being able to defeat rivals often
depends as much on a compelling presentation as it does on the reach, activity and interest you can generate
through its content. However, peer-sharing and digital activities are not only web based. In store is a crucial
part of the experience too. Online Retail, Making Content Work WGSN Feb 2012 Illustrated that with a
combination of online and digital, the shop floor becomes an extension of online reach. With nearly half, or
42% of the UK population owning smart phones, which they always carry, experiential events in store can
quite easily provide online interest, unite consumers, increase footfall and drive loyalty.
Success online is about more than just having a presence

Brand Communityexpansion and international profile Uniqlo tapped into the trend for peer-sharing with the launch of Uniqlooks,
a website linked to Facebook that allows members of the social networking site to post photographs of
themselves modelling the brand's clothing. Facebook account holders can post images on the site free of charge
if they are wearing at least one Uniqlo item. Uniqlo expects to drive traffic and interest through activies
furthering its appeal to Facebook's 600 million members. Imagine if they linked that to in-store experiential
events, 600 million people visiting their shops globally on one day-they could close for a month and still profit.
To accelerate the brand’s global

Borderless Branding
borderless technology that will unite the physical store with the virtual platforms and brand experiences (Digital
Trends, Dec 2011 Mintel)The world of retailing is changing and fast. Now more then ever is the time to
understand your consumer’s lifestyle and how you fit within it, utilizing white spaces that provide
personalized experiences, create emotional relevance and unlock commercial opportunity. Powerful insight
comes from taking a multi-perspective, lateral view of the consumer, the competitors and understanding how to
cater to one and differentiate from the other. We like what a lot of brands are doing but the aim is to build on
that and create something unique.
The future of digital media in retail will be based on

Thank you for your time, I hope some of the
Insight provided demonstrates a focus and
knowledge within your sector. For more please
don’t hesitate to get in touch.
Ellissa White
Brand and Communications
Development
m. 07807077576
e. meet.ellissa@gmail.com